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Head of Proposition and Go-to-Market, CMO - BPL

London, United Kingdom; Northampton, United Kingdom

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Date live: 19/06/2026

Business Area: BPL - Marketing

Area of Expertise: Marketing

Contract: Permanent

Reference Code: JR-0000116772

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Barclays Marketing

Join Marketing at Barclays to create integrated marketing strategies for Barclays. Your efforts will focus on planning, budgeting, and maximising ROI to enhance brand positioning and achieve commercial growth.

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This role in BPL:

The Head of Proposition & Go-to-Market is accountable for defining how Barclaycard Payments translates product capabilities into compelling, customer-led market propositions that drive commercial growth.

This role leads the design, articulation and activation of value propositions anchored in clearly defined customer segments and verticals. It ensures every proposition represents a strong, evidence-based fit between customer needs and our product capabilities—translating what we build into outcomes customers value and are willing to pay for.

The role embeds the Barclaycard Payments Value Proposition Design methodology across the organisation, establishing a consistent, rigorous approach from customer insight through to go-to-market execution. Acting as a central orchestrator, it connects Product, Marketing (CMO), Sales, Pricing, Data & Analytics and Operations to ensure propositions are not only well-designed, but effectively brought to market and delivered.

Through deep ownership of segment and vertical insight, the role drives a customer-first lens across the business—identifying priority opportunities, shaping proposition strategy, and ensuring alignment between market demand, product roadmap, pricing and go-to-market activity.

Ultimately, the Head of Proposition & Go-to-Market ensures that we are clear on who we are targeting, we solve real, prioritised customer problems and needs, and we bring propositions to market in a way that wins, scales and delivers measurable commercial value.                                        

Key Accountabilities

  • Develop deep understanding of current and future customer segments, profiles, needs, and market trends.
  • Lead the implementation and adoption of the BPL Value Proposition Design methodology across the business.
  • Ensure products, services, and propositions deliver clear customer and commercial value.
  • Partner cross-functionally with CMO, Sales, Product, Pricing, and Operations to shape and optimise propositions.
  • Monitor proposition performance, customer outcomes, and segment trends to inform continuous improvement.
  • Coordinate go-to-market activities, governance forums, and launch readiness for new propositions.
  • Establish and maintain feedback loops to assess proposition effectiveness and drive ongoing refinement.
  • Support prioritisation and strategic decision-making through customer insight and performance data.
  • Engage collaboratively with other teams to create best-in-class operating models designed for value, speed and

Leadership and Organisation

  • Lead and inspire across the organisation, bringing together teams from multiple business areas and motivating them to deliver against the Barclaycard Payments strategy
  • Work in partnership with stakeholders within Barclays and Barclaycard Payments businesses, as well as with key functional and external partners, to establish a clear operating model
  • Develop relationships and networks across Barclays demonstrating ability to be collaborative and strong enterprise leader
  • Utilise your experience, knowledge and network to bring new ideas and create a culture of innovation aligned to technology trends in the Payments space. Establish a culture of continuous improvement within teams.
  • Contribute to the development of a high-performance culture within TB & Barclaycard Payments Business, developing your teams, and ensuring that team and individual goals are commercial and achievable
  • Embed a client centric culture led by customer research and insight, ensuring that good customer outcomes are at the centre of all decisions.
  • Champion Barclays Diversity, Equity & Inclusion commitment by recruiting with diversity in mind and building diverse succession plans

Stakeholder Management and Leadership

  • Builds Self Insight: Create an open culture where understanding own drivers, strengths and development areas is actively encouraged and valued
  • Provides education and insight: Provide insight around other industry players and how they have been successful taking this approach
  • Collaboration: Build a culture where involvement and sharing are seen as essential for the achievement of shared objectives and agendas. Set a clear agenda where business areas and functions understand their contribution to the future success of the organisation
  • Developing Others: Set challenging objectives for personal, team and functional improvement and holds others to account in delivering these. Take the lead in driving succession planning, ensuring the organisation retains and develops the key talent needed for the future
  • Enable High Performance: Set the standards of and assume accountability for performance required to achieve the organisation’s future goals and priorities. Enables leaders to take calculated risks by delegating trust and responsibility to deliver success in their area
  • Build Relationships: Create and maintain a culture in which trust and mutual respect are valued, both with internal and external teams, challenging people and systems that do not support this
  • Influence: Align teams behind a strong vision to achieve results and obtain buy-in across the organisation

Decision-making and Problem Solving

  • Making Critical Decisions: Take a flexible, agile decision-making process to shape strategic direction, responding positively to changing internal and external circumstances. Promote a culture in which the needs and perspectives of a wide range of stakeholders and partners are at the forefront of decision-making.
  • Drive Continuous Improvement and Innovation: Shape and drive a culture of review and improvement across the organisation. Strive to continually improve business processes that impact positively on the business and uphold the values.
  • Define and Execute Change: Be a catalyst for change and inspire confidence in stakeholders with the quality and conviction of their vision, building support and sponsorship at all levels, ensuring the need for change is embedded in across the organisation.
  • Build an Effective Control Environment: Champion a culture where all colleagues understand and follow the framework within which the bank follows risk and takes accountability for ensuring this. Take personal accountability for ensuring that processes, risks and controls are applied in way that achieves a good outcome for the bank and its customers/clients.

Risk and Control Objective

Accountable for ensuring the CMO team adheres to all internal and external regulatory policies to ensure the protection of Barclays group stakeholders including customers.

Ensure that all activities and duties are carried out in full compliance with regulatory requirements, Enterprise-Wide Risk Management Framework and internal Barclays Policies and Policy Standards.

About BPL

Barclays’ payments acceptance business provides critical infrastructure to the UK economy, processing billions of pounds of payments annually for both small businesses and domestic and international corporate clients.

In April 2025, we announced a long-term partnership with Brookfield Asset Management to grow and transform the payments acceptance business by broadening the range of services offered, enhancing the experience for both existing and prospective clients. Leveraging extensive client relationships and deep experience of UK payments, we will create an environment of continuous innovation - activated by Brookfield’s global private equity expertise in payments, technology, operational transformation and corporate carve-outs - to ensure the business is strategically positioned for long-term growth.

Barclays will invest approximately £400m in the new business, the majority of which will be incurred during the first three years. Performance-linked incentives will drive greater alignment between the partners, underpinning the long-term commitment to the transformation. Barclays and Brookfield will work to create a standalone entity over time, continuing to use the Barclaycard Payments (BPL) brand and acting as the sole payments acceptance services provider to Barclays’ clients for a minimum of ten years. 

For more information on our partnership with Brookfield, please visit Barclays.com.

Purpose of the role

To develop the proposition positioning both with prospects and existing customers, driving awareness and conversion across marketing channels, through compelling campaigns, working closely with product, proposition and channel owners. Will support on optimising communication to drive awareness through to conversion.

Accountabilities

  • Review of research and analysis on target audience, market trends, competitors and industry innovation to identify the positioning of the proposition in the market to give us a unique competitor advantage.
  • Identification of key benefits and features that differentiates Barclays proposition from competitors.
  • Collaboration with marketing colleagues such as marketing, product and sales to ensure the proposition is communicated effectively across channels to drive customer and commercial metrics.
  • Collaboration with internal teams, such as product development, to incorporate feedback on product features.
  • Monitoring and improving proposition effectiveness through data driven insights to meet established KPIs.
  • Analysis of key market insights and develop recommendations to the relevant stakeholders to support the strategic decision-making process on product development, portfolio management and pricing, where appropriate.

Director Expectations

  • To manage a business function, providing significant input to function wide strategic initiatives. Contribute to and influence policy and procedures for the function and plan, manage and consult on multiple complex and critical strategic projects, which may be business wide..
  • They manage the direction of a large team or sub-function, leading other people managers and embedding a performance culture aligned to the values of the business. Or for an individual contributor, they lead organisation wide projects and act as deep technical expert and thought leader, identifying new ways of working and collaborating cross functionally. They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions..
  • Provide expert advice to senior functional management and committees to influence decisions made outside of own function, offering significant input to function wide strategic initiatives.
  • Manage, coordinate and enable resourcing, budgeting and policy creation for a significant sub-function.
  • Escalates breaches of policies / procedure appropriately.
  • Foster and guide compliance, ensure regulations are observed that relevant processes in place to facilitate adherence.
  • Focus on the external environment, regulators, or advocacy groups to both monitor and influence on behalf of Barclays, when appropriate.
  • Demonstrate extensive knowledge of how the function integrates with the business division / Group to achieve the overall business objectives.
  • Maintain broad and comprehensive knowledge of industry theories and practices within own discipline alongside up-to-date relevant sector / functional knowledge, and insight into external market developments / initiatives.
  • Use interpretative thinking and advanced analytical skills to solve problems and design solutions in often complex/ sensitive situations.
  • Exercise management authority to make significant decisions and certain strategic decisions or recommendations within own area.
  • Negotiate with and influence stakeholders at a senior level both internally and externally.
  • Act as principal contact point for key clients and counterparts in other functions/ businesses divisions.
  • Mandated as a spokesperson for the function and business division.

All Senior Leaders are expected to demonstrate a clear set of leadership behaviours to create an environment for colleagues to thrive and deliver to a consistently excellent standard. The four LEAD behaviours are: L – Listen and be authentic, E – Energise and inspire, A – Align across the enterprise, D – Develop others.

All colleagues will be expected to demonstrate the Barclays Values of Respect, Integrity, Service, Excellence and Stewardship – our moral compass, helping us do what we believe is right. They will also be expected to demonstrate the Barclays Mindset – to Empower, Challenge and Drive – the operating manual for how we behave.

Barclays welcomes applications from all candidates and is committed to ensuring reasonable adjustments (accommodations) are put in place to allow for a fair and inclusive recruitment process. For more information and how to request one, please review Adjustments to the recruitment process.

We’re a global, vital and highly respected financial organisation with an inspiring Purpose. Operating in 39 countries and employing around 100,000 people across the world, we help communities, individuals and businesses thrive. And we’ve created financial solutions and technology that the world now takes for granted. A career with us can offer incredible variety, depth and breadth of experience, and the chance to learn from some of the best minds in technology and finance.

To find out more about Barclays' strategy please click here.

We are an equal opportunity employer and opposed to discrimination on any grounds. It is the policy of Barclays to ensure equal employment opportunity without discrimination or harassment on the basis of race, colour, creed, religion, national origin, alienage or citizenship status, age, sex, sexual orientation, gender identity or expression, marital or domestic/civil partnership status, disability, veteran status, genetic information, or any other basis protected by law.

Barclays is required by law to confirm that you have the Legal Right to Work in any role that you apply for. If you currently hold a work visa sponsored by Barclays, or you would require sponsorship from Barclays, you must declare this as part of your application. Sponsored visas are role and entity specific and any changes must be reviewed. It is important that you ensure you are working on the correct visa at all times. Failure to accurately disclose your visa status or Legal Right to Work may result in your application or any employment offer being withdrawn at any time.

This role may be subject to enhanced governance arrangements. If successful, you may be required to comply with additional regulatory and compliance obligations, such as disclosure of personal trading activities and external interest/affiliations.

Further information on these requirements will be provided at a later stage of the process.

This is Barclays London

Our global HQ is in Canary Wharf, at the heart of London’s financial district. There are over 10,000 colleagues here – a hugely diverse workforce made up of the world’s best financial and tech talent. If you love the buzz of city life, this is the place to be.

Cycle or run to work? We’ve got everything you need – from cycle hire and parking areas to new showering and changing facilities.

CoSpace is our drop-in co-working space, where networks are built, problems are solved collectively and our community is strengthened.

Our Wellness Suite includes a well-equipped gym and exercise studios, and provides personal training sessions and massage therapy.

Our new trading floors enhance communication, integrate sustainability, and support health and wellbeing through innovative design and British-sourced furniture.

This is Barclays London

Our global HQ is in Canary Wharf, at the heart of London’s financial district. There are over 10,000 colleagues here – a hugely diverse workforce made up of the world’s best financial and tech talent. If you love the buzz of city life, this is the place to be.

Supporting active commuters

Cycle or run to work? We’ve got everything you need – from cycle hire and parking areas to new showering and changing facilities.

Time to connect

CoSpace is our drop-in co-working space, where networks are built, problems are solved collectively and our community is strengthened.

Wellbeing in focus

Our Wellness Suite includes a well-equipped gym and exercise studios, and provides personal training sessions and massage therapy.

Advanced trading floors

Our new trading floors enhance communication, integrate sustainability, and support health and wellbeing through innovative design and British-sourced furniture.

Multicultural ERGs at Barclays

Be you. Be valued. Belong.

We celebrate the unique perspectives and experiences each individual brings, believing our differences make us stronger and drive success.

You can learn more about our commitment to our colleague on our Inclusion and Opportunities page.

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Application Process

Your application

We’ll ask for information about you, your CV and cover letter.

1

Your assessment

Covering your behaviours and ability at work.

2

Your interview

Exploring your past experiences and skills.

3

Next step

We’ll request additional information so that you can complete our screening process

4
How to ApplyRead our FAQ's
Barclays

Working flexibly

We’re committed to providing a supportive and inclusive culture and environment for you to work in. This environment recognises and supports your personal needs, alongside the professional needs of our business. If you'd like to explore flexible working arrangements, please discuss this with the hiring manager. Your request will be reviewed in-line with the requirements of the role/business needs of the team.

Hybrid working

We have a structured approach to hybrid working, where colleagues work at an onsite location on fixed, ‘anchor’, days, as set by the business area. Please discuss the working pattern requirements for the role you are applying for with the hiring manager. Please note that working arrangements may be subject to change on reasonable notice to ensure we meet the needs of our business.

Barclays is built on an international scale.

Our geographic reach, our wide variety of functions, businesses, roles and locations reflect the rich diversity of our worldwide customer base. All of which means we offer incredible variety, depth and breadth of experience.
And the chance to learn from a globally diverse mix of colleagues, including some of the very best minds in banking, finance, technology and business. Throughout, we’ll encourage you to embrace mobility, exploring every part of our operations as you build your career.

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